What You Know About Who You Know

KNOWING HOW TO IDENTIFY PUBLICS AND UNDERSTANDING HOW THEY GET INFORMATION IS ESSENTIAL FOR EFFECTIVE COMMUNICATION.  By Thomas J. Roach Communication in business is usually directed to groups of individuals or publics who can be categorized by an infinite number of attributes. Some are self-constituted like the protesters in Ferguson, Mo., and generic indicators like age, race, or location may…

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Do-It-Yourself Focus Groups

FOCUS GROUPS CAN BE USED TO GENERATE IDEAS AND DEEPEN YOUR UNDERSTANDING OF ISSUES. By Thomas J. Roach There are two kinds of research: quantitative and qualitative. Surveys are quantitative research. That means they ask questions with answers that can be converted into numbers. Quantitative research is the fastest, most efficient way to gather information from a large public. Qualitative…

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